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Unpacking the relationship between employee brand ambassadorship and employee social media usage through employee wellbeing in workplace: A theoretical contribution

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  • Sakka, Georgia
  • Ahammad, Mohammad Faisal

Abstract

This paper aims to explore the importance of SM in fostering employee wellbeing and promoting through this relationship employee brand ambassadorship in new innovative lines. In this paper, we have proposed a conceptual framework on the role of SM usage to advance the theoretical understanding of SM usage and employee wellbeing, and employee brand advocacy. In doing so, we have framed a model embracing the effect of SM usage on employee wellbeing and employee brand advocacy, and how employee brand advocacy can act as vital communicational activity with various stakeholders of the organization. This study contributes in the literature, as the ending point of this paper is the theoretical formulation of a new relationship between SM employee usage with employee wellbeing and employee advocacy. This paper is proposing a model embracing the effect of SM usage on employee wellbeing and advocacy and, set up the boundaries for future empirical work.

Suggested Citation

  • Sakka, Georgia & Ahammad, Mohammad Faisal, 2020. "Unpacking the relationship between employee brand ambassadorship and employee social media usage through employee wellbeing in workplace: A theoretical contribution," Journal of Business Research, Elsevier, vol. 119(C), pages 354-363.
    • Handle: RePEc:eee:jbrese:v:119:y:2020:i:c:p:354-363
    DOI: 10.1016/j.jbusres.2020.03.038
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    Cited by:

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    3. Haihong Wang & Hongxia Sha & Yi Wang & Lijie Cheng & Qifan Yu & Deyun Jia & Liuting Lu, 2023. "How Does Friendship Motivate Frontline Employees to Exhibit Brand Ambassador Behavior: The Important Role of Well-Being and Helping Behavior," Sustainability, MDPI, vol. 15(8), pages 1-15, April.
    4. Barbara Del Bosco & Alice Mazzucchelli & Roberto Chierici, 2023. "Firm policies and employees’ participation in conversation about their employer on social media," Italian Journal of Marketing, Springer, vol. 2023(3), pages 301-322, September.
    5. Penttinen, Valeria, 2023. "Hi, I’m taking over this account! Leveraging social media takeovers in fostering consumer-brand relationships," Journal of Business Research, Elsevier, vol. 165(C).
    6. Sara Mohamed Abdelaziz El-Menawy & Pancie Salah Saleh, 2023. "How does the mediating role of the use of social media platforms foster the relationship between employer attractiveness and generation Z intentions to apply for a job?," Future Business Journal, Springer, vol. 9(1), pages 1-13, December.
    7. Rakshit, Sandip & Mondal, Sandeep & Islam, Nazrul & Jasimuddin, Sajjad & Zhang, Zuopeng, 2021. "Social media and the new product development during COVID-19: An integrated model for SMEs," Technological Forecasting and Social Change, Elsevier, vol. 170(C).
    8. Suparna Dhar & Indranil Bose, 2023. "Corporate Users’ Attachment to Social Networking Sites: Examining the Role of Social Capital and Perceived Benefits," Information Systems Frontiers, Springer, vol. 25(3), pages 1197-1217, June.

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